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Loyalty, app, and CRM channels are often the least understood parts of a retail media network—yet they represent the richest source of data and the most personalised media surfaces available to retailers.
Propositions span personalised email, push notifications, in-app placements, app search, loyalty offer personalisation, and wallet-based promotions. Technology requirements include CDPs (eg Salesforce, Adobe, Celebrus, Braze, NielsenIQ Activate), offer/promo engines, identity resolution, and marketing automation platforms.
A major innovation is real-time loyalty activation—triggering offers or media when a customer enters a store, opens the app, or scans their card. Retailers are also embracing AI-driven next-best-action models, allowing CRM to become a strategic retention and activation channel for brands.
We’re also seeing the emergence of retail media within CRM: sponsored email modules, brand-funded loyalty offers, and co-browsing journeys that connect push messages to onsite sponsored placements.
App and loyalty channels sit at the intersection of personalisation, retail media, and customer strategy. For retailers, this is where the most defensible long-term value lies: deep customer relationships, high-margin revenue, and the ability to connect media directly to measurable behavioural change.
